In the world of sales and marketing, lead nurturing is often seen as the final chapter in the lead management process. Yet, it doesn't diminish the significance of this stage, as Forrester Research shared, successful lead nurturing companies produce 50% more sales-ready leads while reducing costs by 33%. In addition, according to Annuitas Group, nurtured leads are inclined to make purchases that are 47% larger than those who haven't been properly nurtured. But what are the best strategies to nurture the leads gathered when the event has ended?

Deep dive into the article to discover the importance of lead nurturing and the effective strategies to be conducted post-events!

Lead Nurturing: What Makes It Important?

Lead nurturing offers an array of benefits for event stakeholders, including organizers, planners, exhibitors, and visitors. When these strategies are effectively implemented, all parties can ultimately achieve their goals in event participation. 

Organizers can provide participants with valuable data and insights to qualify their leads, while attendees can discover products or services that align with their interests. As for the exhibiting companies, the primary beneficiaries of lead nurturing, its direct impact will affect the main funnels in business events: sales and marketing. 

While the ultimate goal of lead nurturing is sales, it brings several other significant benefits:

• Builds trust and credibility: Lead nurturing builds trust by consistently providing valuable information, addressing concerns, and showing genuine interest in your potential customers' needs, fostering a positive relationship—a crucial factor in purchase decisions.
• Bolsters the sales strategy: Lead nurturing enhances your sales strategy by informing and engaging leads, moving them closer to a purchase decision. Nurtured leads are more receptive to your sales efforts due to consistent, personalized communication. This allows your sales team to concentrate on high-conversion leads, boosting the efficiency and effectiveness of your sales strategy.
• Lowers customer acquisition cost: Acquiring new customers can be costly, but lead nurturing offers substantial cost savings. By converting existing leads into customers, you use resources more efficiently. It's often more cost-effective to work with leads already in your pipeline than constantly pursuing new prospects. Consequently, lead nurturing not only enhances your sales strategy but also enhances profitability by reducing customer acquisition expenses.

Lead Nurturing As Post-Event Marketing Strategies

Now, let's delve into how lead nurturing can be effectively incorporated into your post-event marketing strategies!

Create  personalized interaction with leads

It's essential to empathize and understand your leads’ perspective by “walking in your customer's shoes.” This entails dedicating time to research not only their business but also the industry they operate in. By doing so, you gain valuable insights into their unique needs and challenges. 

Furthermore, the lead temperature and product interests gathered during the event days can help assess lead quality. This knowledge enables more meaningful conversations and tailored content to offer, such as a newsletter that contains the products they previously interested in. To ensure that all event participants can take advantage of this benefit, organizers should guarantee that their events are equipped with an intelligent lead generation tool.

Marketing automation to leverage all the available funnels

Lead nurturing through automation is a dynamic strategy that tailors communication to meet the needs of leads at various sales funnel stages. Automation enables the delivery of relevant messages, guiding leads through the sales funnel, and simultaneously ensures a consistent experience for all leads. This streamlines the process of evaluating the effectiveness of different strategies.

It also provides data-driven insights that allows you to continuously improve your nurturing approaches, making it a powerful tool for optimizing lead conversions and efficiently achieving marketing goals. Efficient multi-channel lead nurturing typically incorporates a blend of tools and strategies, such as email marketing, social media engagement, paid retargeting, dynamic website content, and direct sales outreach.

Cross-team collaboration to maximize the results

Effective cross-team collaboration, involving sales, marketing, and customer support, is vital to maximize results in lead nurturing as it requires a collective effort. Sales and customer support teams possess firsthand knowledge about the company's audience, while the marketing team holds valuable actionable data.

When these teams collaborate effectively, it leads to deeper insights and more informed strategies. This synergy fosters the development of better solutions for engaging leads, understanding their needs, and ultimately converting them into loyal customers. Such cooperation can significantly enhance the effectiveness of lead nurturing efforts, resulting in improved outcomes and stronger customer relationships.

Make sure to follow up in a timely manner

Automation may streamline the effort, but following up in a timely manner is not something to neglect. A well-planned call to an inbound lead within three days after the event concludes is significantly more effective. Furthermore, armed with valuable information about their past behaviors during event participation, you can not only enhance your conversation but also demonstrate attentiveness to their needs. Timely follow-up complements your automated efforts and thus increases the chances of converting leads into valuable customers.

Nurturing relationships after sales

By maintaining engagement and providing excellent post-purchase support, businesses can cultivate customer loyalty. These loyal customers are more likely to return for additional purchases, refer others, and engage with the brand long-term. In essence, nurturing relationships after sales is essential for sustained profitability and growth, recognizing that customers represent not just one transaction but a continuing source of value.

Talk to Us!

In conclusion, lead nurturing is not just a box to check off in your sales process; it's a dynamic strategy that can significantly impact your business's success. By understanding the value of lead nurturing and incorporating it into your post-event marketing approaches, you can build trust, bolster your sales strategies, reduce costs, and nurture long-lasting customer relationships. 

Another crucial consideration is how effectively lead nurturing endeavors can be facilitated with robust digital solutions for your events. At Jublia, we offer an Engagement Hub equipped with our best-in-class solutions that operate at every audience touchpoint. This includes the AI-powered, intelligent lead scanner, Jublia Scan. Let's explore how our solutions can be customized to meet your event's specific requirements and contribute to its success!

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